If you had someone take care of all your shopping for you, what would you expect?
Danijela Vukovic has nailed this expectation into an art form. With over 25 years’ experience as Head of Shopping at Harrods in London, Vukovic knows how to curate the ideal shopping experience.
So when L’Avenue by Costes brought its first-of-its-kind concept of blending shopping with fine dining to Dubai, Danijela Vukovic’s expertise was a natural fit. Collaborating with the Parisian brand, the team released ‘The Private Suite by Dani’, giving VIP clients an intimate space and look into shopping and styling.
In a Q&A with Soigné, the luxury shopper dives deeper into her collaboration with L’Avenue by Costes and speaks on perfecting the process of personal shopping.
Do you have a set process or formula for your clients?
I do not believe there is one formula that works for everyone, because every client is different.
When I shop for a client, the first thing I try to understand is their lifestyle, their personality, and the way they actually live. I want to know where they travel, how they spend their time, what they already have in their wardrobe and, of course, what they feel most confident wearing. From there, I look at the details: the cut, the fabric, the craftsmanship, the colour, and the way a piece will work with what they already own. Sometimes I look for a very specific investment piece, sometimes a seasonal update, and sometimes I look for something that I know will make them feel wonderful.
With more than two decades in the industry, what shifts have you noticed in how people shop?
The biggest change I have noticed is that the relationship people have with luxury has become much more personal. I have seen clients become far more informed and selective. They do not simply want to know what is new, they want to understand why something is special, where it comes from, how it was made, and whether it genuinely adds value to their wardrobe or lifestyle.
I have also seen a shift in the way people approach the idea of an investment. Clients are increasingly interested in pieces that have longevity and meaning rather than trends. They appreciate craftsmanship, heritage, and quality, but they are also looking for an emotional connection. Not to say that there is no interest in trends. The difference is that people are now more conscious of how they incorporate those elements. They want to interpret a trend in a way that feels authentic to them rather than simply wearing it because it is fashionable.
You are partnering with L’Avenue by Costes to create an exclusive shopping experience called ‘The Private Suite by Dani’ at Dubai Mall. What can new shoppers expect?
What I hope clients experience through this partnership is something much more personal than simply a shopping appointment. For me, it is about building a genuine, long-term relationship based on trust, understanding, and a shared appreciation for fashion.
After more than two decades working in luxury, I have developed an instinct for understanding what might suit a particular person, not just in terms of their style, but also their character, lifestyle, and needs. I want to bring that knowledge to every appointment and add something meaningful to the way they already experience fashion.
I’m looking to create a relationship that continues beyond a single visit. I want to introduce clients to new designers, collections, products, and experiences, including pieces and opportunities that they may not otherwise encounter in Dubai.
What would you like shoppers to take away from this experience?
I would like them to leave feeling that we have shared something, whether that is a new discovery, a conversation, or simply a different way of looking at fashion.
And I hope they develop a deeper appreciation for the details that make a piece special: the craftsmanship, the fabric, the heritage, or even the feeling that a piece creates when you wear it. For me, luxury is not only about owning something beautiful. It is about understanding why it is beautiful and creating a meaningful connection with it.
Who is the ideal client for an experience like this?
I think it is particularly valuable for clients with busy lifestyles who appreciate having someone they trust curate the experience for them. They are confident, open-minded, and interested in discovering something beyond what they might ordinarily choose for themselves.
Of course, there also needs to be an appreciation for the level of craftsmanship and investment associated with the brands we work with. But beyond that, I think the most important quality is curiosity—being open to discovering something new and allowing someone to introduce you to pieces you may not have considered before.
Why Dubai?
For me, Dubai was a very natural choice. The location, the accessibility, and the climate all make it an incredibly attractive destination for luxury clients. There is also an extraordinary concentration of luxury brands and an international clientele who are accustomed to a very high level of service.
Also, many of my clients are based in the UAE and across the region, so being close to them is incredibly important. I enjoy seeing them for appointments, understanding what they are looking for, and introducing them to exceptional pieces. They often see me as their eyes and ears in fashion.
So, Dubai is a meaningful place to me. It allows me to be closer to my clients and to become a part of their lives in a very personal way. And that’s what private shopping is all about.
And finally, what shopping tips would you recommend to the average shopper?
I think that balance is what I would recommend. Build your wardrobe around pieces that have longevity and reflect who you are, and then allow yourself some freedom to experiment. Fashion should evolve with you, but your personal style should always remain at the centre of it.
